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Thursday, August 1, 2013

Saint Louis Bread Co. Insults Farmers Via Twitter

Posted By on Thu, Aug 1, 2013 at 8:00 AM

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Blogger Dairy Carrie, a Wisconsin dairy farmer, wrote an open letter to the company and actually got a response from its chief marketing officer, Michael Simon. The campaign has been removed from the website, but obviously the #EZChicken hashtag is still out there. You can see the pulled campaign here.

The real problem seems to be that instead of promoting the fact that Bread Co. is using antibiotic-free chicken (which it says tastes better), the company went with a negative ad campaign -- something that rarely goes well, even for politicians. Parrish says that Bread Co. understands why a farmer would use antibiotics to help a sick animal, but then that animal can't be sold as antibiotic-free.

"We were dismayed to see that our point had been misinterpreted, and some farmers took it out of context," Parrish says. "We were trying to say that we took the hard road that was more difficult, building up the food supply. But we heard, we listened and we acted, and the campaign has been removed."

What do you think -- did Bread Co. cross the line?

Gut Check is always hungry for tips and feedback. Email the author at nancy.stiles@riverfronttimes.com or follow her on Twitter.


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